Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands, Inc. Announces Additions to the Management Team
Oct 4, 2006 9:00:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 10/04/06 -- Straight Up Brands, Inc. -- (PINKSHEETS: STRU) (the "Company") www.straightupbrands.com -- an emerging developer and global marketer of premium branded wines and spirits headquartered in New York, today announced the addition of key management personnel. Joseph DePietto, a financial and retail CPA with wine industry experience, and Catherine McWeeney, a Marketing and Web Development expert, will oversee all activities relative to the financial and marketing operations as Controller and Vice President, Marketing respectively.

The additional members of the management team are:

Joseph P. DePietto - CPA

Joseph DePietto has twenty years of accounting and tax experience. He has conducted and managed many different aspects in the financial industry in both the consumer and business categories. Joe is a member of the American Institute of Certified Public Accountants and the New York State Society of CPAs. He was a CFO responsible for all financial and operational aspects for a wholesale and retail business with sales in excess of $60 million. In 1997, he started DePietto Blum & Co. as a partner. In 1999, he became Partner and President of Laurel Lake Vineyards overseeing the marketing and financial decisions necessary to maintain and grow sales.

Catherine McWeeney - Vice President, Marketing

Catherine McWeeney has broad marketing and Web development experience. She has built and supported marketing and advertising initiatives with celebrity-driven brand visibility enhancements, relationship marketing, Internet and permission mail marketing, cross-platform advertising, external market research, and industry trend analyses across diverse industries including search advertising, international beauty retail, book publishing, and national magazine publishing.

"I am pleased to announce the addition of Joe DePietto and Catherine McWeeney, both of whom have the relevant experience and skills to help manage and grow our business as Straight Up expands and introduces new products to the marketplace," added David McCallen, CEO of Straight Up Brands, Inc.

Straight Up brings together world-class spirit products and a powerful and innovative marketing strategy with a management team committed to increasing market penetration, increasing gross sales and net profits, and the maximization of shareholder value.

About Straight Up Brands, Inc.

Straight Up Brands, Inc. develops, produces, and markets branded wine and alcoholic beverages through collaborations with artists, DJs and other influential celebrities. The Company's premium branded products are within three growing categories of the spirits industry: wine, vodka and liqueurs/cordials. The Company's first product brought to market is Bracco Wine; future products include Foxy Brown's sparkling wine, Storm Vodka with DJ Clue, MoMo Mojito with Ja Rule, and Gravity Blue Long Island iced tea with Magic Juan. The Company anticipates adding to these product lines with additional celebrity endorsements prior to the end of 2006, and continuing through 2007. Leveraging the marketing power of artists combined with the current growth and solid profit margins in the spirits industry, the Company is well positioned for strong revenue growth, earnings and success.

The Company has distribution contracts with 10 distributors, including Southern Wine and Spirits, Opici and Stoller, who distribute the Company's products in 17 states.

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FORWARD-LOOKING STATEMENTS

Statements about Straight Up Brands, Inc.'s expectations, including future revenues and earnings, and all other statements in this press release other than historical facts are "forward-looking statements" within the meaning of section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as the term is defined in the Private Litigation Reform Act of 1995. Straight Up's actual results could differ materially from expected results. Straight Up's undertakes no obligation to update forward-looking statements to reflect subsequently occurring events or circumstances. Should events occur which materially affect any comments made within this press release, Straight Up will appropriately inform the public.

Contacts:

Investment Banker:
Paul Gozzo
President/CEO
PMG Capital
888-747-5397

Investor Relations Contact:
Gerald Kieft or Ryan Audin
Wall Street Resources, Inc.
2646 SW Mapp Road, Suite 303
Palm City, Florida 34990
772-219-7525
http://www.wallstreetresources.net

David McCallen
C.E.O.
888-890-8909